France Telecom launched Orange on June 1, 2006, heralded by a funny TV ad, “”Hiccup or “Le Hoquet. A businessman commutes to work, plagued by constant hiccups (or hiccoughs). He tries drinking water. He tries holding his breath. But nothing works until the pedestrians around him stop en masse and yell. He’s cured! The super: “plus de 32000 personnes à votre écoute”(More than 32000 people are listening to you.”
Click on the image below to play the video in YouTube
Orange became the single brand for France Telecom’s Internet, TV and mobile offerings, incorporating Wanadoo. A single portal, www.orange.fr, was set to access the brand’s Internet and mobile universe, for news, entertainment and communication.
Orange Hiccups was developed at Publicis Conseil, Paris by executive creative director Olivier Altmann, creatives Olivier Camensuli and Frdric Royer, and agency producer Helene Daubert.
Filming was directed by Matthijs van Heijningen via Soixante Quinze (75), Paris, with director of photography Carl Nilsson, editor Jono Griffith and producer Emmanuel Guiraud. Soixante Quinze hosts Le Hoquet as a Windows Media video. Post production was produced by Ema Soupa.
Music is the theme from Eternal Sunshine of the Spotless Mind, by Jon Brion.